Jägermeister
“The Jägermeister logo has been interpreted erroneously as a symbolic representation of the phrase, ‘Oh dear God.’ Perhaps a familiar refrain to those who have partaken too freely. The surrounding circle is the ‘O(h)’, the stag is the ‘dear’ and the cross represents ‘God’.”
Quoted from the book Champions of Design 2, written by jkr (December 2012).
Image via gagfun.com
The first Champions of Design book (free download) was featured on davidairey.com, and many of the case studies are shown on the jkr website.
The Hubertus legend
Here’s the actual trademark story (via the Jägermeister website):
“Only a legendary stag’s head would suffice, one with a beaming cross between its antlers. The stag that appeared to a wild hunter and converted him to Christianity. The same hunter who would later become the patron saint of all hunters: Saint Hubertus.
“This stag remains today, as it always has been, the Jägermeister trademark. A symbol of the preservation of our quality and tradition.”
Photo by Neha Sharma
4 appreciated comments, click here to add one
Stacey
Thank you for a little history lesson.
Dec 17th, 2012
iain
Hmm. Always thought it was Saint Eustace.
Dec 22nd, 2012
Alan Leenhouts
‘The iconography of his legend is entangled with the legend of Saint Eustace’ -wiki
not many logos that I know of have background stories like this. I’ll bet there are a few more out there…
Dec 27th, 2012
Scot
‘Oh dear God’ Apt for my experiences with this drink. Fantastic brand and story.
Jan 5th, 2013
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